Mobile First: A Fashion Business Strategy Must
In the not so distant past, it was OK to be “mobile friendly.” As long as your site and content had a way to look good on mobile and tablet devices, then you were good to go. Unfortunately…or should we say fortunately, mobile friendly is no longer enough.
Mobile is a priority for consumers, and they are dictating what brands need to do in order to stay on top of their marketplace. Still unsure? Just check out these stats and then tell me you don’t believe me.
- 65% of tablet owners report using their tablet while watching TV at least once per day
- 76% of users agree that location sharing provides more meaningful content,
- 84% made a purchase from a brand’s email
- The top reason that consumers opt into push notifications is for coupons and deals (52%)
- 52% of searches are done on mobile devices
- 82% of mobile media time is from apps
Mobile first is a behavior, which consumers are continuing to adopt and grow with. They like their content to be at their fingertips, when they want it – and where they want it.
There are things you need consider in this mobile first world.
- Your website should be built in Responsive Web Design in order to ensure it fits any device. In turn, the content within that site should be easily consumable and not device dependent. For example, if you have a form on your site, and someone is accessing it via mobile, don’t make it a chore to fill out. Keep it simple so they don’t mind doing it while they’re on the go.
- Not everyone needs a mobile app. Sometimes it’s easier to integrate within existing app experiences to gain exposure in the marketplace. For example, for fashion brands – apps like Polyvore, Pinterest, and Wanelo allow for search-ability, sharing, and purchasing. Since apps like these are already within fashion consumer behaviors, it would behoove most brands to consider these on top of their existing app as well (if you already have one).
- Direct messaging isn’t always intrusive if done right. Most apps allow for push notification functionality. This is great for offers, especially flash sales and discounts. However, one note of caution is to ensure the notifications aren’t so frequent that the consumer becomes irritated. Most notifications are checked out when received, so make it count – and make it valuable.
- Email on mobile is a regular habit for most individuals. Ensure your email content is easily digestible on the go and provides easy calls to action that a consumer can do on a mobile, tablet or their computer.
The best advice when focusing on your mobile strategy is to put yourself in the place of your target audience. Ask yourself : What do you want? How do you like to receive your content? How often?
Image via Just Ard